This document aims to encourage a discussion on generic tea promotion initiatives and to inform related policy efforts. It is composed of five main sections. The overview in Section I is followed, in Section II, by a description of the ‘Tea markets: main trends and consumption renewal.’ Section II also provides an analysis of recent developments in the te market with a focus on emerging consumption trends. Section III discusses ‘Untapped opportunities on the tea market at individual country and global levels’. Section IV calls for ‘Harnessing untapped opportunities through investing in a tea generic promotion strategy’. Section V concludes the paper with an overview of ‘Major concerns on generic promotion: funding, benefits and sustainability.’ The data used in this CRS are based on the FAO Intergovernmental Group on Tea (IGG-Tea) database as well as other sources providing market intelligence for global and local tea markets.